The Future Laboratory

7 results

Smell Like Your Own Man, Man campaign by Wieden+Kennedy for Old Spice

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Beauty

Old Spice wants to entice younger consumers

The men's grooming brand has revamped its comedy campaigns as it targets Generation Z men.

Never Let A Friend Lose His Swagger, Old Spice, Wieden + Kennedy Portland

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Marketing & Branding

Old Spice wants men to prioritise their friendships

The brand’s latest campaign highlights the ‘guy crisis’ in which male friendships are overlooked.

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Marketing & Branding

Old Spice launches a dry shampoo for men

Male grooming brand Old Spice is diversifying into a traditionally female-dominated product category with the introduction of its first dry shampoo for men.

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Culture & Media

Muscling in: Interactive ad is music to the ears

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Fashion

The Turtleneck Club

There was a time when turtleneck jumpers meant 1970s kitsch and Roger Moore as James Bond. Not any more. As more men embrace a classic sense of style, they are heralding the once derided piece of clothing as a symbol of the lost values of the past. And as they do one thing is clear: the turtleneck is back.